North Face's 'VIPeak' Lets Consumer Redeem Experiences

The adventurous lifestyle retailer North Face is positioning itself as an experience-oriented brand through its VIPeak consumer loyalty program, which takes an interesting approach to point redemption.

Much like other loyalty programs, consumers earn points each time they make an online or in-store purchase. Once a sufficient number of points have been earned, North Face's system allows consumers to use their points to redeem experiences, as appose to discounted clothing items. Some of the experiences or activities include: entry into the brand's endurance challenge marathon, rock climbing lessons, an exclusive trip for two to Nepal and an opportunity to camp out in a national park.

This experience-oriented reward program may encourage a consumer to continue to make retail purchases, through the use of emotional loyalty, that offers experiences, over products.